Cost per click: -12% from last year. That's a larger drop than last quarter's -8% drop, and could be cause for nervousness.

Paid clicks: up 39%.

The company also declared a dividend, but not cash -- it's a special new non-voting form of stock. Investors will get one new share for each current share they hold, like a 2-for-1 split.

The idea, basically, is to use Google's equity to reward shareholders without diluting the control of the cofounders.

On the company's earnings call, there was a lot of discussion about Android and Google's mobile strategy. One questioner wanted to know how Android affects things like cost per click and traffic to Google sites.

CEO Larry Page chided him for "short-term thinking," and instead tried to explain the huge technological promise of Android -- it's not every day you get a new operating system. Page also said that he thinks the ad opportunity on mobile will eventually be HIGHER (in terms of cost per click) than on the desktop, because localization makes targeting better, and because so much spending is done at local businesses.

Page also teased the audience by noting that Google+ is really two things: a new social layer across all Google Web sites, and an actual "social destination" where people go to share stuff. Then he gave usage numbers for the social layer -- 170 million.

But still didn't give numbers for the actual plus.google.com site, saying only that he was happy with its growth and engagement.

We think you have to concentrate on the long-term. (Hear hear!). Took 3 years to ship first Android handset, another 3 years to reach critical mass. These kind of investments are "not for the faint-hearted."

Q from Mark Mahaney with Citi asks: how are you going after brands with new dollars?

A: YouTube now must buy. Tremendous demand. New inventory, new demographic tools--trying to light up sales force.

Q: And what about mobile CPC? When will it come closer to desktop CPC?

A. So much upside for us. Mobile exploding in query growth. Formats adapting a lot from crude base to so much more in the future. What search used to be in 2002, 2003, 2004.

Larry Page: mobile CPCs, people spend most effort on major source of traffic or revenue. Over time, ability to do local transactions on mobile, really easily communicate with people, fact spend most $$$ locally, that may reverse. CPCs may be BETTER than desktop over time. Lot of investments in Offers, Wallet.

Also click to call, other things we do. Lot easier to call someone from your mobile than your comptuer right now.

Q: Your letter was all about changing the world. What world changing activities is Google doing now? And what's the split in spend, will Google only go with 10% investment to these?

A: Larry Page: 70/20/10 split as I've said before. 70% on ads and search. 20% on near term stuff. We've struggled to have even 10% on long-term things. Real thing needed management. It does take up bandwidth.

You saw your announcements on Google Glass, driverless cars. Takes exec time. That's the real investment we make rather than huge amounts of dollars.

We've got a limited number of things we can do. Right speculative bets as well as right bets on core products. It's hard coming from the outside, Android took 6 years! You haven't seen it for the 6 years, we have. Not so much money at earlier stages, but attention.

Q: What about traffic acquistion costs?

A. Very stable year to year. Not changing any dramatic way. Regular mix traffic and partners come out all the time.

A: International factors, new ad formats -- ad formats draw a lot, even site links extensions. By adding additional lines that are more targeted, you have less CPC for those additional site links, but if it better ad people click more on them.

A. People using devices organically and distribution partnerships. Some carriers and phone makers "participate in economics" of search, some of downloads like Play. In other words, yeah, Google pays out to its partners, but doesn't say how much.

A: We have one auction. Every advertiser participates. We try and go ahead and get more advertisers to see benefit, drives price up for small and large. Price, CPCs and paid clicks, but also how many advertisers can we bring in, how many things can we get them interested in -- mobile, YouTube, display, search.